As we talked about during last week’s virtual “Successfully Selling in Uncertain & Difficult Times” webinar, lessons 1 & 2 that not only align with what buyers are thinking about but which also had a dramatic impact on our results last time around:
We did discuss two other steps, too - practicing extreme empathy, and removing friction from the buying journey.
We didn’t talk about what comes next.
During a downturn, focusing your target list is incredibly important. Your escalated messaging will be more impactful on some verticals than others. Move those verticals to the top of your list.
For us, during the last downturn, we quickly found that our messaging really resonated in the aerospace & defense (A&D) vertical. While we could sell to really anyone in manufacturing, we prioritized A&D immediately.
The benefits of that extreme focus:
While you can sell to anyone, your honed in focus and vertical prioritization is key right now. Buyers (like all human beings) making feeling decisions, and use logic to back it up. The benefit of extreme focus results in both - the feeling of confidence, the feeling of ease, the feeling of risk reduction, then coupled with all of the logical data specific to their world to help them with justification - to themselves, and the consensus buying group.
For fun: this woman may be taking the whole "focus" a little too far, eh?
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